Travel Companies Must Take Online Reputation Management Seriously

Reputation is important for all brands, but online travel booking puts travel firms in a particularly bright spotlight.

Reputation is important for all brands, but online travel booking puts travel firms in a particularly bright spotlight.

Today’s US travel consumers make use of a growing variety of web resources to help them research and book travel. This list has evolved beyond branded promotional material to include ratings, reviews, videos, photos and social media commentary from travel peers. More than ever before, this positive and negative online information has the ability to make or break purchase decisions.

“While this treasure trove of travel content is a boon for consumers, the loss of control by travel marketers over what is being said has made it important for them to aggressively monitor and manage their brand’s online reputation,” said Victoria Petrock, eMarketer analyst and author of the new report, “How Travel Brands Manage Their Online Reputation: Making the Most of Owned, Earned and Paid Media.” “Helping potential customers view their brand in the best possible light is of utmost importance in this increasingly competitive market.”